Education Sessions

Thursday, January 18th

8:00 AM – 11:00 AM (breaks throughout session)
Stakeholder Strategy Framework

Join Alex Epstein, author of The Moral Case for Fossil Fuels and founder of Center for Industrial Progress, for in depth discussions on communication strategies in the petroleum industry.  These discussions are designed for attendees to think about their own communications strategies and maximize chances of success.

Using a framework called “The 10 Ms” Alex takes attendees through the following 10 questions:

  • Mission: What exactly are we trying to accomplish?
  • Metrics: How will we measure success?
  • Monkey wrenches: What obstacles will we have to overcome?
  • Markets: What markets or audiences are we trying to persuade?
  • Messages: What messages will persuade them?
  • Methods: What methods of explanation will persuade them?
  • Messengers: Which messengers will be most persuasive to them?
  • Materials: What form-factors will be most effective?
  • Media: What media will the messengers deliver the message through?
  • Money: What is your budget, and why?

Friday, January 19th

8:00 AM – 10:00 AM (break during session)
Employee Communications

Building on the discussions held Thursday, Alex Epstein brings the strategies within your company.  Your employees are some of your most valuable assets and can help to implement the effective communication plans. Arming them with the tools to do so requires teaching them the value of the industry they work in and empowering them to be effective ambassadors for your company. Learn the best ways to communicate within your company and giving your employees the knowledge and strategies to be advocates for the industry.


10:15 AM – 11:00 AM
Global Trends and the Pace of Domestic Change
John Eichberger, The Fuels Institute

Across the globe, international, national and city governments are enacting policies designed to reshape the transportation system of the future. Gaining the most attention have been proposed bans on petroleum-powered vehicles.  What kind of impact might such policies have on the global automotive and fuels industries? How might global trends affect the domestic markets in North America? What can you do now to position yourself to capitalize on opportunities that may accompany market development? Eichberger will peel the onion of these trends, demonstrate the potential pace of change that might occur in the U.S. and present some ideas to help you remain relevant as the mobility market evolves.

Featured Speakers


Alex Epstein is a philosopher and energy expert who argues that “human flourishing” should be the guiding principle of industrial and environmental progress.  He founded Center for Industrial Progress (CIP) in 2011 to offer a positive, pro-human alternative to the Green movement.

Epstein is the author of The Moral Case for Fossil Fuels (Penguin, 2014), a New York Times bestseller arguing that if we look at the whole picture, human flourishing requires that humanity     use more fossil fuels not less. The book has been widely praised as the most persuasive argument ever made for our continuing use of fossil fuels, winning Epstein the “Most Original Thinker of 2014” award from The McLaughlin Group.

Epstein, known for his willingness to debate anyone, anytime, has publicly debated leading environmentalist organizations, such as Greenpeace, the Sierra Club, and over the morality of fossil fuel use versus their own agendas.

He has made his moral case for fossil fuels at dozens of campuses, including Harvard, Yale, Stanford, and Duke (his alma mater). He has also spoken to employees and leaders at dozensof Fortune 500 energy companies, including ExxonMobil, Chevron, Phillips 66, Valero, Enbridge, and TransCanada.

John Eichberger

John Eichberger, Executive Director of the Fuels Institute, will share findings from recent Fuels Institute research. The fuels industry is changing rapidly   and the effects on your business could be significant. How will the marketing community fare in this altered future?  Leveraging research of the Fuels   Institute and his 15 years advocating for fuel retailers, Eichberger will share his thoughts on where we are, where the market is heading, and how it might affect your business.